How Retailers Can Cross Borders
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Liz Elting
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The multilingual environment is similar in China. The official national language is Standard Mandarin, but there are more than 292 dialects spoken across the country. In the Middle East, consumers expect superior customer service that reflects their language preferences and local customs. The predominant languages in the region are Arabic, Farsi and Turkish, but there are many local dialects and mixing multiple languages isn't uncommon. In Lebanon, for example, residents often blend French and English with the local Arabic dialect. Knowing which consumers prefer which dialects is critical to a retailer trying to break into a new market and earn the trust of that region's consumers.
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Liz Elting
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